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題名：使用擴散對轉換成本與轉換意圖影響之探討-以行動電信服務業為例
作者：胡婉玲
作者(外文)：Wan-Ling Hu
校院名稱：國立臺北大學
系所名稱：企業管理學系
指導教授：黃營杉/古永嘉
學位類別：博士
出版日期：2006
主題關鍵詞：使用擴散；使用創新人格；轉換成本；行動電信服務業；轉換意圖；使用率；使用多元性；Use Innovativeness；Use Diffusion；Switching Cost；Switching Intention；Rate of Use；Variety of Use
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產業環境不同﹑消費者的個性﹑使用習慣與態度等各項因素，應會展現不同的消費者行為，而各種產業類型中，飽和期產業的轉換成本對行銷活動影響最鉅。本研究針對在台灣已達到飽和期﹑業者競爭白熱化﹑門號普及率全球排名數一數二之2G時代行動電信服務業為實證對象，用以檢驗行銷新概念「使用擴散」與套牢消費者之轉換成本﹑轉換意圖以及消費者之使用創新人格等變數關係。尤其在產品創新開發越見多元化趨勢下，卻對使用創新人格對使用擴散影響之實證效果不一，對消費者心理層面之影響也尚未著手，而使用擴散對各類型轉換成本之關係不但缺乏完整性驗證，研究方法亦有改進之處，這些學術價值與實務意義皆為敦促本研究著手之動機與目的。
本研究採用實地研究法之調查研究，並以紙本問卷方式，透過結構式問項蒐集使用擴散﹑轉換成本﹑使用創新人格以及轉換意圖等變數資料，並採取性別﹑年齡與地區之配額抽樣，以反映台灣地區行動電話使用人口之特質。前測有效樣本199份，正式問卷調查有效樣本600份，皆採用SPSS11.5分別進行變數量表信效度分析，包括探索性因素分析(EFA)﹑Cronbach’s α與題項分析，而後以LISREL8.51進行驗證性因素分析檢驗測量模式，並進行線性結構方程式以驗證使用創新人格對使用擴散﹑轉換成本與轉換意圖等變數間關係。本研究分別透過六種線性結構模式，包括單一轉換成本途徑與三種飽和型模式之分析，得以掌握各變數關係之全貌，驗證假說。
模式分析結果顯示，轉換成本類型間確有差異，而使用擴散並不影響轉換成本，卻顯著影響轉換意圖。使用創新人格顯著影響使用擴散﹑財務類與關係類轉換成本，對轉換意圖則不具顯著關係。
本研究經實證研究之發現能挹注相當之理論貢獻與管理意涵。包括其一，飽和期2G行動電信服務業之消費者轉換成本以關係類對轉換意圖影響最強，程序類次之﹑而激烈價格戰之下財務類轉換成本影響最弱。其二，廠商對大用戶的差別定價也造成使用擴散對轉換意圖的顯著正向影響。其三，使用擴散不影響轉換成本之結論，則推翻過去Burnham et al.(2003)等之研究結果，除因本研究採受測者之實際使用記錄來衡量使用率與使用多元性，取代消費者易偏誤之主觀自我認知量表，而消費者使用產品項目異質性程度亦須一併考量。其四，使用創新人格對使用擴散之影響因產品而異。最後，本研究乃首度驗證得使用創新人格乃透過使用擴散與轉換成本之中介效果而影響轉換意圖，尤其使用創新人格對各類型轉換成本的不同效果，造就其影響消費者轉換意圖之動態路徑，亦為本研究之學理貢獻。
關鍵字:使用擴散﹑轉換成本﹑轉換意圖﹑使用創新人格﹑行動電信服務業﹑使用率﹑使用多元性
ADVISOR(S): Dr. Huang, Ing-San and Dr. Goo, James Yeong-Jia
DEPARTMENT: DEPARTMENT OF BUSINESS ADMINISTRATION
MAJOR：BUSINESS ADMINISTRATION
DEGREE：PHILOSOPHY OF DOCTOR
Taiwan’s second generation telecommunication services industry is saturated and fiercely competitive. Switching costs can have a great impact on sales in saturated markets. Using a new concept in sales, use diffusion, this study examines the relationship between variables such as switching costs, switching intention, and consumers’ use innovativeness.
A survey was administered using quota sampling to reflect the characteristics of Taiwan’s cellular telephone users. Data on use diffusion, use innovativeness, and switching intention were collected. The pre-survey resulted in 199 valid questionnaires, and 600 valid questionnaires were collected in the survey proper. SPPSS v11.5 was used to analyze the validity of the two surveys. Exploratory factor analysis, Cronbach’s alpha, and item analysis, followed by confirmatory factor analysis conducted with LISREL 8.51, and structural equation modeling were used to verify the relationships between use innovativeness and use diffusion, and between switching costs and switching intention. Six kinds of linear structure models, including 3 single switching cost path models and 3 kinds of saturation model analyses, were used to develop a better overall understanding of the relationship between the variables.
Analysis of the results revealed 4 main findings. First, related switching costs have the biggest effect on switching intentions, procedural costs have the next biggest effect, and financial switching costs have the weakest effect. Second, if companies offer large-scale users different fixed prices it can cause use diffusion to have a significant impact on switching intention. Third, the finding that use diffusion does not influence switching intention refutes recent findings (see Burnham et al., 2003). The new result is likely due to the fact that this study used participants’ user records to measure the rate of use and variety of use, which eliminated consumers’ subjective self-assessment. Fourth, the effect use innovativeness has on use diffusion depends on the product. Finally, this study is the first to test whether use innovation, which is impacted by use diffusion and switching costs, impacts switching intention, and especially whether use innovation has a different impact on the various kinds of switching costs, which influences the course of consumers’ switching intentions.
Key words: use diffusion, switching cost, switching intention, use innovation, telecommunications service industry, usage rate
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